Ive's

Hence Mr. Ive's second boast about the iPad's magic: I don't have to change myself to fit the product.

Why We Prize That Magical Mystery Pad Virginia Postrel 2011

Apple's head of industrial design, Jonathan Ive, who worked with Jobs on such popular products as the iPod, iPhone and iPad, spoke too; Jobs reportedly said that he set the company structure up so that Ive's decisions on design could not be gainsaid.

Apple offers video of company's Steve Jobs memorial 2011

"Most people think design is about making things look pretty, but it's about much more than that," said Sophie Lovell , a Berlin-based writer on design, who said Mr. Ive's passion for design was abundant when they met last year when she interviewed him for a magazine article.

Design Spotlight Is Thrown on Ive John Letzing 2011

Mr. Ive's design team has spearheaded a revitalization of Apple's products, which were once gray or beige boxes.

Design Spotlight Is Thrown on Ive John Letzing 2011

Mr. Ive's efforts have elevated Apple's computers and cell phones into works of art.

Design Spotlight Is Thrown on Ive John Letzing 2011

Backed by slick marketing, Mr. Ive's creations have powered a remarkable growth spurt that has made Apple the most highly valued technology company in the world.

Design Spotlight Is Thrown on Ive John Letzing 2011

Those products, like Mr. Ive's at Apple, were known for their simplicity, elegance and ease of use.

Design Spotlight Is Thrown on Ive John Letzing 2011

Analysts say Mr. Ive's attention to seemingly small details set Apple's apart from competitors.

Design Spotlight Is Thrown on Ive John Letzing 2011

Mr. Ive's Apple role is so important that he reports directly to the chief executive.

Design Spotlight Is Thrown on Ive John Letzing 2011

To date, Mr. Ive's emphasis on elegant design has helped Apple products become consumer status symbols.

Design Spotlight Is Thrown on Ive John Letzing 2011